Customer satisfaction survey is the procedure of collecting information about whether or not the customers are satisfied with the organization’s products and services. The organization can analyze gathered data to evaluate improvements to be made in the functioning of business to enhance overall satisfaction levels amongst the customers.

There are numerous factors that contribute towards the success of an organization and customer satisfaction is one of the prime contributors. For your organization to succeed, you need to evaluate customer satisfaction at every step of the customer journey. Mapping customer journey is as important as collecting feedback related to customer satisfaction.

A survey template can be the perfect tool for a researcher to implement so that collecting customer feedback becomes convenient. This questionnaire example contains questions that will guide a researcher to gather information about how satisfied or dissatisfied their customers are with their products/services. It is a customizable sample survey that can be effective in obtaining details about what can be improved to boost customer satisfaction.

As the manager of [COMPANY], I want to thank you for giving us the opportunity to serve you. Please help us by taking a couple of minutes to tell us about your experience through this customer satisfaction survey. We appreciate your business and want to make sure we meet your expectations.

Sincerely,

[NAME]

Considering your complete experience with our company, how likely would you be to recommend our products to a friend or colleague?

«Very Unlikely

Very Likely»

0

1

2

3

4

5

6

7

8

9

10

How would you like to rate our Products or Services for the following parameters?

Very Satisfied

Satisfied

Neutral

Dissatisfied

Very Dissatisfied

Quality

Speed

Cost effectiveness

Over all experience

Please add any additional comments you might have with regards to your satisfaction / dissatisfaction using our products / services:

How well did our products meet your expectations?

Extremely well

Somewhat well

Not so well

Not at all well

How was your experience in the following areas of customer service:

Very satisfactory

Somewhat satisfactory

Neutral

Somewhat unsatisfactory

Very unsatisfactory

Pre-purchase support

Post-purchase support

Issue resolution speed

Over all customer support and service

With respect to your last interaction with customer support executive, please rate the following aspects during and after your interaction:

Good

Neural

Bad

Politeness

-

Product / service understanding

-

Identifying the precise problem you faced

-

Resolution of the issue

-

Post-resolution follow up

-

How often do you use our [PRODUCT / SERVICE]:

Daily

Weekly

Bi-weekly

Monthly

How likely are you to make a purchase of [PRODUCT / SERVICE] again from us:

Very likely

Somewhat likely

Neutral

Somewhat unlikely

Very unlikely

What recommendations would you offer for improving [PRODUCT / SERVICE]?

Thank you for your feedback. We appreciate your opinion and will take your feedback seriously when providing products and services in the future.

If you have any comments or concerns about this survey please Contact: -

5 reason why every organization needs to conduct Customer Satisfaction Surveys - for their own benefit!

Retained customers are highly likely to give you better business than new customers. But, retaining customers requires a significant amount of hard work and strategizing. For that, it is important for organizations to get details about customer satisfaction and the best way to do that is sending out customer satisfaction surveys to customers you have purchased your products/services.
Here are 5 reasons to conduct customer satisfaction surveys for your business:

Customers can switch their loyalties without thinking twice:
In this day and age, where competition is extreme, it is important to understand that customers have too many options to choose from. Customer loyalty has to be constantly worked upon and built over a course of time. Learn from the customers about aspects of your business that can be improved to keep them included glued onto your brand.

Create a unique selling point for your brand:
Customer satisfaction can be your brand’s unique selling point. It is a fact that there are several organizations that provide the same products and service as you do. Why should customer select your products? Should be the question. Obtaining opinions about customer satisfaction, you can analyze your worth in the market and work towards improving that to maintain customer loyalty as well as getting new customers onboard.

Content customers provide purchase from you repeatedly:
Satisfied customers will always have an innate trust in your brand which will lead to repeat orders. You can analyze the number of content customers from a customer satisfaction survey and develop a roadmap of activities to do to boost customer satisfaction.

Build a personal customer experience:
Every dissatisfied customer is an indicator of business loss. Contacting each and every customer who expresses their dissatisfaction with their experience needs to be dealt with in the most personal manner. Talk to them, chat with them and make sure that the entire experience is made into a pleasant one in the shortest time period.

Enhance your branding:
Customer satisfaction is one of the most impactful factors that maneuvers in marketing activities, specifically - branding. Consumers now use every digital medium to promote their experience with an organization, be it good or bad. For your brand to understand customer’s perspective about your offerings, you need to regularly conduct customer satisfaction surveys. It will provide information about how you can improve your branding to attract new customers and also to keep the existing ones thoroughly engaged.

Examples of Customer Satisfaction Surveys and Templates

“How satisfied are your customers with your products and services?” - Insights into this question are instrumental in deciding various factors related to your business. You can predict the degree of repeat business from loyal customers, satisfied customers also lead to a higher return on investment and eventually reduction in the cost of products/services.
This of course is the popular Net Promoter Score (NPS) question. This question, along with several other critical survey questions that you will learn about - are the keys to effective customer satisfaction surveys that get results in the form of real actionable insights!
Customer satisfaction surveys generally contain a single question response scale technique such as the following:

Customer Satisfaction (CSAT)

Net Promoter Score (NPS)

Customer Effort Score (CES)

All three of these scales help marketers to evaluate a different parameter related to customer satisfaction - which makes it important for them to understand each one of these scales in detail.

Customer Satisfaction Score (CSAT)

Out of the three scales, CSAT is the simplest customer satisfaction measurement scale. It consists of a straightforward question about whether your organization has been successful in delivering products/services as per customer expectations or not.
In most cases, the question asked in this scale is: “How satisfied are you with our products/services?”. Although, you can edit it as per your target market as this is not the standard practice to ask a CSAT question.

Net Promoter Score (NPS)

Net Promoter Score is the most popular customer satisfaction measurement scale which calculates customer loyalty and brand shareability. Organizations are always interested to know whether their customers are content with the offered products or not - the best way to understand it is to ask them whether they will talk about your organization to their closest friends and colleagues. If they respond positively, they are most likely to contribute towards spreading a word about your organization and if not, then you need to work on improving your products.
The Net Promoter Score question is: “On a scale of 0-10, considering your complete experience with our company, how likely would you be to recommend us to a friend or colleague?”. Respondents are classified into three categories: Promoters (9-10), Passives (7-8) and Promoters (0-6).

Net Promoter Score Formula = %Promoters - %Detractors

Analyzing the net promoter score and categorizing various customers will help your marketing team in creating an effective campaign that targets all three customer segments in different manners so that eventually it leads to an improve NPS score, i.e., increased customer loyalty and satisfaction.

Customer Effort Score (CES)

Customer Effort Score contains a question to gauge information about ease of solving problems customers face without contacting customer service and not the straightforward question about customer satisfaction. Customer satisfaction is directly associated with the ease with which customers could overcome troubles while using products/services.
A higher customer effort score is indicative of the fact that there is an increase in customer dissatisfaction which is an alarm for an organization to improve their customer service.
The question asked to evaluate customer effort score is:
“Overall, how easy was it to solve your problem with our company?”

Very Easy

Easy

Neither

Difficult

Very Difficult

CES = %Easy - %Difficult

It is often used to predict loyalty and customer repurchases as client processes can be regularly improved by asking this question. All organizations always intend to serve the customers in the best possible manner and this scale is most effective to understand whether customers find it easy or difficult with problems they face with your products and are they able to solve it with minimum involvement of the customer service team.

Popular Customer Satisfaction Survey Question Types and Survey Design

Most organizations ignore the fact that survey design is as essential as writing an effective blog post of designing an amazing infographic for the website. Each and every question in the survey is important and contributes towards higher response rates and overall survey results.
There are multiple different customer satisfaction survey question types.

All these questions have binary answer options: Yes/No, Like/Dislike, Thumbs up/Thumbs down etc. The straightforwardness of these questions makes them a favorite with researchers as they provide insights which are simple and in many situations that is exactly what a researcher seeks to achieve. In case of short and precise surveys, these questions are highly favorable.

Multiple Choice Questions:

Multiple Choice Questions are one of the fundamental elements of any survey as they are used to provide respondents with three or more answer options. Respondents are expected to select one or more answer options corresponding to the question. These questions are extremely effective for data analysis due to the restriction of answer options.

For instance, in case of customer satisfaction surveys, you can ask respondents about their qualifications or job title and also what are their technical documentation preferences. While conducting data analysis, you can note the job titles and their preferences and according to the results, improvements can be made in the technical documentation.

Scale Questions:

Scale questions form the crux of a customer survey design as the most widely used questions in customer surveys are scale based. In the section above where we discussed examples of customer satisfaction survey - all the examples can be executed mainly using scale questions.

Labels or numbers can be used as elements of the scale questions. Customers know how to provide answers scale questions as they are extremely popular. Analyzing the collected data is easy and segmentation on the basis of these questions is productive.

Examples of scale questions:

Likert Scale: It is a psychometric scale used to analyze customer attitudes and opinions. Organizations can rely on Likert scale to evaluate customer agreement to a particular statement in the survey -

There are many people in the U.S who are not happy with the current president.

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

Semantic Scale:Semantic Differential Scale is a customer satisfaction survey scale that asks people to rate a product, services, organization or any other integral "entity" within the frames of multi-point rating options -

How likely are you to make a purchase from our organization in the future?

Very Unlikely

Unlikely

Neutral

Likely

Very Likely

Open-Ended Questions:

Garnering qualitative feedback from customers is also an important aspect of customer satisfaction surveys. It guides organizations to evaluate where they can improve for a better rate of customer satisfaction, which features can be added to keep customers happy and other similar factors.
You can end your customer satisfaction survey so that you get insights in addition to other closed-ended questions.

When and How to implement customer satisfaction surveys?

Companies often conduct customer satisfaction surveys too late in the customer journey due to which the results are ineffective and futile.

The quality of gathered information depends on when your organization sends across satisfaction surveys. The ideal approach is to conduct these surveys regular at the most critical customer journey touchpoints. Creating surveys which include specific questions for each of these touchpoints is what impacts the results.

The recommended time frame to carry out CSAT surveys is when the customer has just completed an interaction with the customer service team or any other team to make sure experiences are collected while they are fresh.

It is important to work on the feedback collected through customer satisfaction surveys and constantly follow up with those customers who take time out to provide constructive feedback.

Understand why did they provide positive or negative feedback to improve the way you function or the flaws that currently exist in your products/services.

The customer service team should always abide by the rules of appreciating the customers after an interaction. All the inputs for these surveys might not be helpful, so you need to identify which ones can help you enhance your products or services. Get in touch with customers regularly to know what they feel about improvements.

Create a concrete plan of action once you filter out responses - this is highly dependent on your organization and the industry you cater to. Develop a constant customer feedback loop by asking: “In case I receive a response, how can I implement it in my products?”. The answer to this question will help you close the loop in a customer satisfaction survey.

Retail store evaluation survey template with questions for evaluating retail store purchase value, range of options for product selections, quality of merchandise and more. Use this questionnaire as an example or sample survey, or you can directly use this template in your QuestionPro survey. This retail survey template was created with expert consultaion from the retail and logistics industry, to get you the best quality survey responses.

Product satisfaction survey template with questions for evaluating customer service experience, product use satisfaction, process evaluation etc. This questionnaire gives you the expert questions you need to get insightful responses that can provide you with actionable survey conclusions. Use this template as an example or directly use it in your survey. You can edit it the way you prefer, add your logo and branding elements and send it out to your survey respondents.

This motivation and buying experience survey template consist of questions for evaluating and understanding why a customer purchased a certain product, their experience while making the purchase and their level of satisfaction using it. This template was created with expert industry consulation to bring you a questionnaire that is designed to get you insightful responses. Use this template as a example / sample or directly use it in your next QuestionPro survey. You can make your own edits as required and send out your survey!